The 1916 Remsen Building - 148 Madison Avenue

 

photograph by acronson

Born on February 7, 1856, Dr. Charles Remsen was the grandson of Benjamin Remsen, who served as secretary to Thomas Jefferson.  In 1915, he commissioned Wallis & Goodwillie to design a 16-story commercial building at the southwest corner of Madison Avenue and 32nd Street.  The firm's plans projected the cost at $200,000--about $6.6 million in 2026 terms.

The Remsen Building's tripartite design included a four-story, terra cotta-clad base.  Above each entrance (and enlivening what would otherwise be a monotonous quilt of plain and foliate tiles) were complex triptych Gothic arches in front of leaded glass.  Crowning the center of each was a commanding Gothic hood.

photograph by acronson

The upper building was faced in gray brick, its spartan nine-story midsection nearly unadorned.  The 13th floor anticipated the much more decorated top section.  A terra cotta cornice below the center windows--three bays wide on Madison Avenue and six bays wide on the side elevation--and a Gothic curtain of trefoil rondels ran above them.  Triple height terra cotta pilasters supported a projecting band course below the cornice, decorated with Gothic quatrefoils.

photograph by frog17

As construction neared completion, on December 31, 1916 The New York Times mentioned "the Remsen Building has ten of its sixteen floors leased."  Saying that its "Gothic treatment arrests attention in this mercantile centre," the article added, "No manufacturing is allowed."  Charles Remsen intended that the new building would house only "showrooms."  

The Evening Post, November 11, 1916 (copyright expired)

Among the to first to move in was I. A. Harris & Brother.  On December 10, 1916, the New-York Tribune reported that the firm "are to be the tenants of Dr. Charles Remsen's building."  The firm manufactured dresses.  The ground floor store was leased to the Egypt Silk Mills Corporation.  Other initial tenants were Perling & Maer, makers of coats and suits, which occupied the seventh floor; Isidore Levy & Co., "sport suit" manufacturers; and Halprin-Silverman Co., makers of dresses.

The New York Times, April 1, 1919 (copyright expired)

One tenant that was decidedly not in the apparel field was James C. Crane, distributor and representative of cosmetics.  It was, for instance, the sole agent of Creme Elcaya, which it advertised as "a non-greasy disappearing toilet cream that would protect and beautify the skin under face powder."  When American joined World War I, James C. Crane's personal office did double-duty as the headquarters of the Liberty Loan Committee.

Wholesale dry goods and apparel firms continued to lease space in the post-World War I years.  C. H. D. Robbins Company, makers of women's "high class dresses," was here in 1920; Floerscheimer Company was occupied space by February 1921 when a city-wide strike by the Dress and Waist Manufacturers' Association resulted in loud picketers along the Madison Avenue sidewalk.  The Morgan Knitting Mills, Inc. signed a lease early in 1923; the following year the newly formed Leibler-Goldsmith Company moved in (The New York Times said it "will make tailored dresses for misses and young women and also more mature garments); and by 1926 the Mohawk Knitting Mills, Inc. occupied space here.

Hubert, Moulton & Company, Inc. had its showroom here as early as 1929.  The firm produced fabrics for drapery manufacturers.  It advertised its new offerings in the January 1930 of The Upholsterer and Interior Decorator using terms only its customers could decipher.  It boasted its new "echatones," for instance.  "A superb line of 36 inch Cretonne, processed by etching, entirely different from ordinary printing.  In the newest colors."

The New York offices and showrooms of the Susquehanna Silk Mills, Inc. were here by 1924.  Like a scene plucked from a Western movie, on the morning of May 1 that year, armed robbers held up the firm's truck and got away with $35,000 of silk goods.  (The heist would translate to about $659,000 today.)  

Two New York City Police detectives went undercover, posing as silk salesmen.  They successfully caught the three men--all respected businessmen--who were behind the holdup.  Two were silk merchants and the other an attorney.

A different type of tenant took over the entire ground floor in 1933 when A. Beshar & C0., Inc. moved in.  Formed in 1898, the firm imported Oriental rug and carpets.  Other major lessees in the building in the 1930s were J. H. Erstein & Brother, "ribbons and general merchandise," which occupied the third and fourth floors; upholstery fabrics dealers Rousmaniere Williams Corporation; and Barbizon Corporation, makers of the Barbizon brand of women's undergarments.

Nearly all the tenants of the Remsen Building continued to  be textile and fashion firms.  In the 1960s, for instance, Vogue Lingerie operated here.

image via loopnet.com

The entrance doors and ground floor windows have been changed.  Happily, despite not having landmark protection, none of the terra cotta details have been vandalized by modernization.  Their intricate designs create a striking presence on the Madison Avenue corner.